R4RIN – MCQs, Mock Tests | MBA MBA Advertising and Sales Promotion Mcq Set 12

Paid advertising based on a per-click model is called

1. Source advertising
2. Sponsored search-engine advertising
3. Feedback
4. ICT indicators

✅ Correct Answer: 2

People exposed to more advertising clutter

1. remember more of it
2. only remember some of it
3. remember none of it
4. remember less of it.

✅ Correct Answer: 4

People not only consume media simultaneously, they also consume more media than in previous periods. Estimates put this between, but

1. 3 and 7 hours a day
2. 7 and 11 hours a day
3. 5 and 9 hours a day
4. 9 and 13 hours a day

✅ Correct Answer: 2

Perception is concerned with how individuals ___________ stimuli so that they can understand the world.

1. organise and interpret, select
2. select, organise and interpret
3. Transport
4. interpret, select and organise

✅ Correct Answer: 2

Place-based media occur in which venues?

1. Spectaculars
2. Transport
3. Scaffolding Wraps
4. Outdoor Billboard

✅ Correct Answer: 3

Print advertising is sometimes also called

1. Electronic Advertising
2. Business Advertising
3. Press Advertising
4. None of the above

✅ Correct Answer: 3

Procter & Gamble employ what kind of model to agency management?

1. AML
2. SAL
3. BAL
4. PIL

✅ Correct Answer: 3

Psychographic profiles would include

1. The post code of the consumer
2. The generation to which the consumer belongs
3. The lifestyle habits, attitudes and values of the consumer
4. None of the above

✅ Correct Answer: 3

Radio is often referred to as:

1. Surround Sound
2. The Theatre of the Absurd
3. The Theatre of the Mind
4. Mindful Theatre

✅ Correct Answer: 3

Reach is defined as?

1. The total number of duplicated exposures
2. The Number of times a reader is exposed to a message
3. Insufficient exposure to the target audience
4. The total number of unduplicated exposures

✅ Correct Answer: 4

Recent thinking has shown that feelings and emotions shape our thoughts, at all times. This means that advertising might;

1. be effective when integrated
2. be effective through mere exposure
3. be effective through a high level of exposure
4. be effective through high frequency exposure

✅ Correct Answer: 2

Reinforcement campaigns work by _______

1. Developing new behaviours
2. Reinforcing existing behaviour
3. Changing behaviour
4. Reminding about product attributes

✅ Correct Answer: 2

Richards and Curran (2002) labelled the definition ‘Advertising is a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future.’ as a ______

1. proposed definition
2. classic definition
3. current definition
4. retrospective definition

✅ Correct Answer: 1

Rossiter and Bellman (2005) present the link between deontological and teleological ethical theories as a two part principle based on what?

1. Legislation
2. Creativity
3. Identity
4. Truth

✅ Correct Answer: 4

Schramm (1955) determined that communication consisted of a series of core, essentially sequential activities. These are:

1. encoding, understanding, and decoding
2. sourcing, encoding, and decoding
3. encoding, signal, and decoding
4. encoding, decoding, and feedback

✅ Correct Answer: 3

Shimp (2010) identifies that although advertisers aim for their ads to be creative, they also need them to ___________ in the memory of the receiver. Complete blank:

1. Remain
2. Stick
3. Stay
4. Hold

✅ Correct Answer: 2

SIM stands for

1. Social Media Marketing
2. Social Influence Marketing
3. Web 2.0 technologies
4. Social Instant Medium

✅ Correct Answer: 2

Sir John Hegarty is the Global Artistic Director for which agency:

1. PHD
2. HAVAS
3. BBH
4. CHI & Partners

✅ Correct Answer: 3

Social media measurement can gather information on

1. Word of mouth
2. New customers
3. Readership
4. Operational efficiency

✅ Correct Answer: 4

Strategic balance considers the relation between:

1. Marketing strategies
2. Advertising strategies
3. Push, pull and profile strategies
4. Business strategies

✅ Correct Answer: 3

Strategic media planning is a complex challenge because advertises must use their knowledge of

1. Psychographics
2. Demographics
3. Behavioural characteristics
4. All of the above

✅ Correct Answer: 4

Strategy can be applied at which of the following levels?

1. Communications
2. Corporate
3. Marketing
4. Advertising

✅ Correct Answer: 1

Stuhlfaut (2011) offers a concept which he refers to as the Creative _____

1. Idea
2. Content
3. Context
4. Code

✅ Correct Answer: 4

Successful brands might be considered to encapsulate the three Brand Ps (3BPs). These are;

1. performance, processes, and preferences
2. promises, processes and payback
3. promises, positioning and performance
4. positioning, preconditions, and preference

✅ Correct Answer: 3

Successful creativity leads from identifying a client's:

1. Budget
2. History
3. Needs
4. Location

✅ Correct Answer: 3

Target audiences should perceive communications and associated cues as:

1. Relevant, likeable, timely and of value.
2. Detailed, realistic, manageable and measurable.
3. Memorable, humorous, creative and simple
4. Structured, interesting, viable and understandable.

✅ Correct Answer: 1

The 'flighting' media schedule is

1. A hybrid strategy of scheduling
2. A continuous pattern of messaging
3. An intermittent pattern of high activity and low activity
4. Intermittent, intense activity within a continuous pattern

✅ Correct Answer: 3

The 'Opportunity buy'

1. Is negotiated in advance of the broadcast season
2. Occurs one-quarter in advance of the airdate
3. Occurs when time and space is bought last minute
4. None of the above

✅ Correct Answer: 3

The AAR Group helps advertisers to:

1. Evaluate advertising effectiveness
2. Find an advertising agency
3. Set advertising budgets
4. Manage relationships with agencies

✅ Correct Answer: 2

The acronym TRP stands for

1. Target Rating Point
2. Target Relieve Project
3. Thousands of Rating Points
4. Gross Rating Points

✅ Correct Answer: 1

The ASA specify that no advertisement aimed at children should 'contain anything likely to result in children's ___________, ___________ OR ___________harm'.

1. physical, mental, moral harm
2. moral harm, physical, mental
3. mental, moral harm, physical
4. AAR

✅ Correct Answer: 1

The body that regulates advertising in the UK is:

1. ASI
2. AAR
3. ASS
4. ASA

✅ Correct Answer: 4

The Committee of Advertising Practice (CAP) covers ___________ advertising, ___________ promotion and ___________ marketing. Complete blanks

1. direct, non-broadcast, sales
2. sales, direct, non-broadcast,
3. non-broadcast, sales, direct
4. Ad response-Brand Response

✅ Correct Answer: 3

The core model of communication has been criticised for its

1. oversimplification, and potential for media corruption
2. oversimplification, and potential for information deviance.
3. negligence of people in the process, and potential for media corruption
4. negligence of media in the process, and potential for information deviance

✅ Correct Answer: 2

The dimensions used on the vertical axis of the FCB Grid is

1. Ad response-Brand Response
2. Strong-Weak Attractiveness
3. Think-Feel
4. High-Low Involvement

✅ Correct Answer: 3

The ELM proposes that there are two main routes to attitude change. These are

1. central and peripheral routes
2. central and internal routes
3. internal and external routes
4. external and peripheral routes

✅ Correct Answer: 1

The estimated number of people an advertisement reaches is called

1. Metrics
2. Subscriptions
3. Impressions
4. Newsstand Purchases

✅ Correct Answer: 3

The first advertising agencies appeared in the ___________ century.

1. 19th
2. 17th
3. 4th
4. 20th

✅ Correct Answer: 1

The focus of an employer brand rests with communication with both current and prospective employees of an organisation. The goal is to ___________

1. reinforce company values
2. develop feelings and behaviours that develop the reputation
3. minimise the presence of deviant information
4. improve efficiency

✅ Correct Answer: 2

The funnel metaphor in the consumer decision-making process is fading because

1. It fails to account for brand awareness
2. It fails to account for consumer engagement in digital media
3. It fails to account for consumers at the wide end of the funnel
4. It fails to account for paid-media push marketing

✅ Correct Answer: 2

The holy grail of communications is an agency’s ability to offer clients

1. a single point from which all of their integrated communication needs can be met.
2. a single point from which all of their strategic needs can be met.
3. a single point from which all of their planning needs can be met.
4. a single point from which all the best creative process are located

✅ Correct Answer: 1

The industry body responsible for monitoring advertising of alcoholic products is called:

1. Diageo Group
2. Portman Group
3. Drink Aware
4. Alcohol Concern

✅ Correct Answer: 2

The Interactional model of communication attempts to assimilate the variety of ___________ acting upon the ___________ process. These include the ___________ people give to communications received from people and machines.

1. responses, influences, communication
2. influences, communication, responses
3. communication, influences, responses
4. Tactical

✅ Correct Answer: 2

The main levels of organisational strategy are:

1. Tactical
2. Competitive
3. Corporate
4. Functional

✅ Correct Answer: 4

The media planner's task is challenging because it must typically

1. Have knowledge of traditional as well as emerging and converging forms of media
2. Watch much TV
3. Monitor all social sites
4. Know everything about newspapers

✅ Correct Answer: 1

The move from single sponsor programme support to participation advertising was due primarily to ______

1. Increasing competition
2. Rising costs
3. Improving technology
4. The need for more varied creative content

✅ Correct Answer: 2

The presentation of (advertising) stimuli that conflict with an individual's expectations will invariably _______

1. receive more attention
2. be acted upon
3. be remembered
4. be disregarded

✅ Correct Answer: 1

The principle of building a border around an idea or story and then presenting a contained and managed view of an issue is known as:

1. Shading
2. Framing
3. Bordering
4. Presenting

✅ Correct Answer: 2

The print medium continues to rely heavily on CPM to determine scheduling. What is CPM?

1. A payment received for each action
2. A percentage of impressions that results in a click
3. The relative average cost to reach one thousand people
4. A percentage of households tuned to TV

✅ Correct Answer: 3

The role of advertising is to ____

1. inform audiences
2. stimulate audiences
3. remind audiences
4. engage audiences

✅ Correct Answer: 4